Marketing Canadian Universities: The Sociology of Institutions Perspective

Joe Corrigan

Abstract

This is a critical response to a Government of Canada study using the institutional-sociology notions of structuration, isomorphism and professionalization. The primary recommendation of three proposed in the DFAIT Study (2009) creates an international education marketing agency (IEMA) funded by the Government of Canada and international students who choose to study in Canada. This paper re-positions the primary recommendation of the DFAIT Study outside of the dominant narrative of global competition and into the sociology of institutions framework offered by DiMaggio and Powell. Using this alternative framework, major assumptions and the example of Country X from the original study are problematized. This will be of interest to critical educators, administrators and others who envision a direct international role for their institutions and Canadian universities in general.